MULO Brands With Soul April Pick: Allbirds
The founders of Allbirds, a multi-location (MULO) fashion brand, launched this B Corp after careers in professional sports and biotech. It was founded in New Zealand.
Leaving that “nest” was a bold move for the founders, but it resulted in the creation of a footwear brand that’s flown high. The company’s mission is “to prove that comfort, good design, and sustainability don’t have to be mutually exclusive.”
Like many brick-and-mortar retailers, the brand is still determining its ideal number of stores. After early rapid growth, Allbirds hired a new CEO and shuttered many of its underperforming locations. As we’ve discussed previously, a smaller brand footprint doesn’t necessarily mean that a company is in trouble; more that it’s evaluating its investment in physical operations before they become a cash drain.
Competition in the footwear sector can be as stiff as a new pair of shoes, but Allbirds appeals to consumers who value quality and sustainability. Their website includes categories like “The California Transparency Act” (including a commitment to promoting fair work conditions) and “Community Offers” (discounts for healthcare, military, government, teachers, and other education-related faculty and staff).
About 60 percent of employees who contributed online reviews said they would recommend the company to their friends. In today’s social media-first environment, these types of referrals can help attract talent.
What’s next for Allbirds? Their 2025 programs include a commitment to source 100 percent of their wool from regenerative sources and launch a new version of their popular Runner shoe.
Although today’s consumers are cost-conscious, they may also be environmentally conscious, and a whopping 62 percent of shoppers look for products considered sustainable.
Because Earth Day was in April, selecting Allbirds as the month’s “Brand With Soul” seemed timely!
For more consumer spending trends, please join us at Street Fight LIVE 2025, where we’ll have a panel dedicated to Brands With Soul, where we’ll reveal how companies that value transparency, philanthropy, corporate culture, and community engagement are building sales and loyalty.
